Australian Defence Force Recruiting launches new innovative interactive ‘Behind the Visor’ campaign via George Patterson Y&R Melbourne

Australia: Behind the Visor, a new interactive campaign created for Defence Force Recruiting by George Patterson Y&R Melbourne, has officially launched.

Behind the Visor is an unprecedented look through the eyes of a trainee Fighter Pilot, that gives the everyday civilian the chance to see what it takes to be a Top Gun.

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As a potential candidate, you can undertake an interactive training experience that immerses you in every aspect of the four year fighter school program with the Air Force.

You will identify active bombing targets using both innate and enhanced Google maps navigation. You’ll fly by sight, using pre-determined landmarks to navigate a course at low-level, then bury your head in the books, studying emailed course notes, applying what you’ve learned and taking spot tests in lateral thinking.

Back in the air, you’ll refuel a fighter jet mid-flight en route to Bersama Shield – an international military exercise in Malaysia, and then co-ordinate a simulated attack on enemy frigates, assessing everything from mission information to current weather conditions and collateral damage.

The campaign is delivered across 3 platforms – website, MMS and email, with 45 videos embedded in Google maps and over 150 interactions resulting in multiple outcomes. The project was filmed in first-person by real Air Force pilots on exercise, and took over a year to capture, making the end result as close as you can get to the journey to become a Fighter Pilot, without leaving the ground.

Says Ben Coulson, chief creative officer of Y&R Australia/New Zealand: “Behind the Visor is by far our most comprehensive interactive project yet. Part film, part first person game, part interactive documentary & recruitment website. Every element was developed inside GPY&R and I think it beautifully represents our capability as a modern integrated agency.”

Says Matt Farrugia, digital director: “Behind the Visor offers an immersive, unique and engaging experience with story telling at the core. The journey unfolds with video and interactive challenges, all to excite ambitious prospective candidates. It’s a sleek HTML5 project, made from 50,0000 lines of code, delivered entirely through the browser, making it super quick to load for a great user experience.”

Client: Defence Force Recruiting

Grade: Method